You're already paying for consulting — you just don't collect it

Most businesses chase customer feedback like it's a nice-to-have, but your customers are already giving you free strategy consulting every day. The question isn't whether to collect feedback — it's whether you have systems to capture what they're already telling you through their behavior, complaints, and questions. A $5M software company I know tracks every support ticket by category and finds its next three product features in the data every quarter.